Technical Rationality And Leadership: Analysis Of The Banner Format In The Public Policy Offer

Within the framework of the implementation of the neoliberal project in Chile, we investigate the communicational and political implications of the presence of the banner format in the promotion of plans, programs and social projects available in the public offering on the websites of the Government Ministries of Chile. We discuss three aspects: the development of an Electronic Government; the distinction between advertising and publicity; and the technical rationality that its use is observed. We conclude that this format is not driven by technological development but by a series of changes in both the political system and the country's culture. So its articulation with technologies is developed as a way to optimally manage changes, resulting in the emergence of a type of subject that, inspired by the figures of the “entrepreneurial self” and the “citizen credit card”, is called as “on-line citizen”.